Numerology 

The concept of market in marketing. Concept and general characteristics of the market

The choice of market is based on various aspects of its structuring. In marketing classification commodity markets carried out using a wide range of features. We note only the most important of them, which are of paramount importance for the purposes of practical use.

1. Depending on the relationship between supply and demand, they distinguish;

    seller's market

    buyer's market.

Seller's Market occurs when demand significantly exceeds supply. At the same time, sales do not present any particular difficulties for the seller. In conditions of excess demand (shortage), goods will still be sold. It is not advisable for him to engage in any marketing activities, since this will only mean additional costs.

R buyer's market. It is possible if supply exceeds demand. IN in this case It is no longer the seller who dictates his terms, but the buyer.

A buyer's market is characterized by competition. This forces the seller to make significant efforts to sell his goods. In a buyer's market, the need to study demand and consumer behavior becomes paramount.

2. From the point of view of spatial characteristics (territorial coverage), markets are distinguished:

    local (local)

    regional (within the country)

    National

    regional for a group of countries (for example, North America, Latin America, Western Europe, CIS countries, Baltic countries, etc.)

The problem of territorial coverage of the market is solved by the enterprise depending on its financial condition and the characteristics of the product offered. The availability of appropriate infrastructure is also of great importance. Moving from one market level to another is a form of diversification and is usually carried out under conditions of tight competition.

3. By the nature of the final use of the product:

    consumer goods market

    industrial goods market

    K 1)

    The consumer goods market is differentiated by:

    - types(for example, food and non-food),

    - product groups(for example, shoes, clothing, electrical household goods, etc.),

    - product subgroups(for example, the market for leather, rubber, felted shoes), etc.

    The specificity of the consumer goods market is due to the fact that they are aimed at many individual consumers. Therefore, marketing research is aimed at studying their behavior, tastes, demands and preferences.

    K 2)

    A characteristic feature of industrial goods(raw materials, semi-finished products, equipment, etc.) is their close connection with the production process. The demand for them is targeted (or secondary), which arises as a consequence of the demand for consumer goods and is subject to the factor of economic feasibility.

    The number of consumers of industrial goods is limited. They, as a rule, make large purchases, often influencing the production of products (adapting them to their needs), the delivery procedure, and a range of additional services. That's why special meaning In marketing research of such markets, attention is paid to the study of the relationships between potential buyers and producers of goods.

    The essence of the marketing system is revealed through a set of socio-economic categories presented in Fig. 1.1.

    Let us consider a brief description of these categories, which will be constantly used in the further presentation of the material.

    Marketing is based on people's needs. Need- this is the feeling experienced by an individual of the lack of something, the need for something.

    The needs of people are diverse and complex, and are inherent in human nature itself. They can be classified into:

      • physiological needs (food, clothing, warmth, safety);
      • social needs (spiritual intimacy, influence, affection);
      • personal needs (knowledge, self-expression).

    Each of us has repeatedly experienced similar feelings and the more important this or that need was, the deeper the experiences turned out to be. There can only be two ways out of such a situation - either find a means to satisfy the need, or suppress it.

    Need - This is a specific form of satisfying a need, corresponding to the cultural level and personality of the individual. The feeling of thirst experienced by many in hot weather can be satisfied by a resident of Russia with good cold kvass, of Germany with beer, of the equatorial islands somewhere in Indian Ocean- coconut milk, etc.

    Social progress contributes to the development of the needs of its members. In turn, manufacturers take deliberate actions to create goods and products that can satisfy these needs, as well as stimulate the desire to purchase them. People's needs are almost limitless, but the possibilities for satisfying them are limited. Often the main limiter is finances, so an individual will choose those goods that will give him the greatest satisfaction within the limits of his financial capabilities. The ability to satisfy a need brings us to the next basic category of request.

    Request represents a need backed by purchasing power.

    The demands of a particular society or region at a particular point in time can be determined with varying degrees of accuracy. For example, you can take a statistical reference book and look at the volumes of consumption of certain products or services. However, the needs of the population are not entirely reliable indicators. People get bored with things that are not in fashion today or they seek variety in order to be different from the mainstream. In the memory of people of the middle and older generation Soviet Union We still remember the times when the shelves of shoe stores were littered with tarpaulin boots and felt boots of various sizes, and people felt the need for more fashionable and modern goods. What is a product?

    Product- anything that can satisfy a need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

    There may be different degrees of correspondence between the need and the product, or between the product the product may bring different degrees of satisfaction to the potential consumer. Fig. 1.2.

    Rice. 1.2. Degree of satisfaction with the product

    All goods that satisfy a need are called a choice product mix. In the above example about satisfying thirst, kvass, beer, coconut milk will be the assortment choices. When we get to the supermarket and experience a whole range of needs related to the organization of any special event, we are faced with a wide variety of product options to choose from.

    As society develops, the needs of its members increase and expand. Some of the needs only become relevant to us, which encourage (motivate) a person to look for ways and means of satisfying them. There are a number of theories of need motivation. The most famous theory of needs motivation is Abraham Maslow.

    Maslow believes that human needs are arranged in a certain hierarchical sequence depending on their importance to a person. First, physiological needs, which have a higher degree of significance, are satisfied (Fig. 1.3), and then incentives appear to satisfy the needs of self-preservation. After satisfying these needs, the driving motives in human activity are successively: social needs, esteem needs and self-affirmation needs.

    The task of marketers is to create conditions that ensure full satisfaction of real needs and requirements. To do this, in each specific case it is necessary to find consumers and establish the factors influencing the formation of the corresponding needs, conduct an analysis and determine how these needs will develop in the future. Based on this, it is necessary to justify and organize the production of appropriate goods designed to more fully satisfy the identified needs.

    Rice. 1.3. Hierarchy of human needs

    Having chosen a specific product, we make an exchange with representatives of the supermarket. Exchange- the act of receiving a desired object from someone in exchange for something. This is the most civilized way to satisfy a need, although history knows other ways to satisfy a need - begging, theft, gathering or another method of natural self-sufficiency.

    The act of civilized exchange is carried out in the presence of the following necessary conditions:

    1. Presence of at least two subjects.

    2. Each entity must possess a product that is valuable to the other party.

    3. Each subject must have communication abilities (capabilities) and ensure delivery of their goods.

    4. Each subject must be free to make decisions (agree or refuse to make an exchange).

    5. Each party must be confident in the appropriateness and desirability of relations with the other party.

    If a positive answer is given to all 5 conditions, then the exchange becomes a real action and acquires the nature of a transaction.

    Deal- commercial exchange of values ​​between entities. It can be classical (monetary) and barter (exchange of goods or services in in kind). To complete a transaction, certain conditions must also be met. These include:

    1. The presence of at least two objects of equal value.

    2. Agreed terms of the transaction (price, time, place, delivery conditions, etc.).

    The place of transactions is the market, which has gone through a long historical path evolutionary development. The starting point of its formation was the period of human awareness of the ineffectiveness of complete self-sufficiency with all necessary food and household products. Starting with a decentralized exchange, people eventually came to a civilized market. This evolution is well described in the course economic theory.

    Market- this is a set of existing (real) and possible (potential) buyers of goods.

    Market- a set of socio-economic relations in the sphere of exchange through which the sale of goods and services is carried out.

    The formation and development of the market is determined by the social division of labor. The market in marketing must always be specific and have very specific characteristics: geographical location; consumer needs that generate corresponding demand; capacity. That is why the first definition from a marketing point of view is more accurate.

    Depending on what needs determined the demand for the corresponding product, five main types of markets can be distinguished:

      • consumer market;
      • producers' market;
      • intermediary market;
      • government market;
      • international market.

    Consumer market(consumer goods market) - a collection of individuals and households that purchase goods and services for personal consumption.

    Manufacturers market(market for industrial goods) - a set of individuals, organizations and enterprises purchasing goods and services for their further use in the production of other goods and services.

    Intermediary market(intermediate sellers) - enterprises, organizations and individuals purchasing goods and services for their further resale for the purpose of making a profit.

    Government market- government organizations and institutions that purchase goods and services to carry out their functions.

    international market- consumers of goods and services located outside a given country and include individuals, manufacturers, intermediate sellers and government agencies.

    From point of view geographical location can be distinguished:

    o local market - a market that includes one or more regions of the country;

    o regional market - a market covering the entire territory of a given state;

    o global market - a market that includes countries around the world.

    An important characteristic of the market is the relationship between supply and demand for a given product. Taking into account the last factor, they talk about seller's market and buyer's market.

    In a seller's market The seller dictates his terms. This is possible when existing demand exceeds available supply. Under such conditions, there is no point in the seller researching the market; his products will still be sold, and if the research is carried out, he will incur additional costs.

    In a buyer's market The buyer dictates his terms. This situation forces the seller to spend additional efforts to sell his product, which is one of the stimulating factors for the implementation of the marketing concept.

    The market is economic system, within which the coordination and implementation of economic interests between subjects takes place economic activity in the process of exchange through the market price mechanism.

    The market is the result of the natural development of the exchange process.

    Conditions effective functioning market:

    • 1. A competition mechanism that ensures freedom to choose a partner economic ties. It is supported in two ways:
      • o introduction of antimonopoly (antitrust) legislation;
      • o currency convertibility as a tool for engaging in international system specialization within the global economic system.

    Convertibility is a monetary and financial regime in which National economy removes all foreign economic restrictions on the import/export of goods and money. Convertibility is openness.

    • 2. Balance of commodity-money supply. If it is not there, then inflation or deflation occurs.
    • 3. Creation of a developed market infrastructure. Effective work industrial enterprise impossible without a developed market infrastructure. Elements of such infrastructure are presented in Fig. 1.5.

    Rice. 1.5.

    Classification of market types

    I. For objects of sale and purchase:

    • o market for products and services;
    • o labor market;
    • o financial market;
    • o land market;
    • o knowledge and technology market.

    II. By location and affiliation:

    • o local (local);
    • o national (domestic or foreign);
    • o regional (market of a group of countries);
    • o international;
    • o world (global).

    III. By type of clients:

    • o end consumer market;
    • o market of industrial producers;
    • o market of intermediate sellers (resellers);
    • o state market.

    IV. According to the relationship between supply and demand:

    • o seller's market (demand exceeds supply);
    • o buyer's market (supply exceeds demand);

    V. By type of regulation:

    • o free;
    • o adjustable:
      • 1) vertical regulation (legislative framework);
      • 2) horizontal regulation (at the level of subjects of market relations).

    VI. By the nature of further use of the product:

    • o consumer market (goods and services purchased for personal or family use);
    • o industrial market (goods are purchased for subsequent participation in the production process, resale or rental).

    VII. By type of competition:

    • o pure competition (many producers and consumers who compete with each other, selling standardized goods);
    • o monopolistic competition (prices of enterprises are in a certain range depending on the quality of goods, sellers have different market power, price competition);
    • o oligopolistic competition (not a large number of enterprises sensitive to each other's pricing and marketing strategies, non-price competition, prices depend on the quantity and quality of services provided);
    • o pure monopoly (there is one company on the market that dictates its terms to consumers; the monopoly of an innovator or natural monopolies, such as JSC Gazprom, RAO United Energy Systems, etc.).

    From a marketing point of view, the market is the totality of all potential consumers. To become the object of marketing management, the consumer must have:

    • - need;
    • - income;
    • - access to the market.

    Basic market - a market formulated in terms of the dominant need that the enterprise intends to satisfy.

    A probable market is a set of consumers who have all three of the above elements.

    A potential market is a set of consumers with similar interests in relation to a product, who have access to the market and certain resources for its consumption.

    Prepared market - in addition to the indicated elements, consumers also have sufficient information about the product.

    An emerging market is a market that a company wants to capture.

    Penetration market is a part of the market (consumers) that the company already has or which (in the case of planning to enter the market) considers as a springboard for further expansion.

    Penetration rate is the percentage of consumers who have already purchased a company's product from the market that the company wants to capture.

    These types of markets are summarized in Fig. 1.6.

    There are three approaches to defining a market: product, industry and customer, which, according to Abel, can be formulated in the form of questions (Fig. 1.7):

    • 1. What are the needs that need to be satisfied (what?).
    • 2. What consumer groups exist that need to be satisfied (who?).
    • 3. What technologies exist for this (how?).

    Faculty of Economics

    Extramural

    Department of Economics and Management 080109 "Accounting, Analysis and Audit"


    Test

    In the discipline "Marketing"

    Topic: Marketing and market research


    Plan


    Introduction

    Chapter 1. Marketing

    Chapter 2. Market Research

    2.1 Generalized structure of the necessary information for market analysis

    2 Marketing information

    3 Market for marketing information

    4 Main sectors of the marketing information market

    5 Procedure for conducting marketing research

    6 Sources, collection and analysis of secondary marketing information

    7 Planning and organizing the collection of primary information

    8 Systematization and analysis of collected information

    9 Presentation of research results

    Conclusion

    List of used literature


    Introduction


    The modern economy is characterized by the interaction of its three main subjects: the producer, the consumer and the state. Each of these participants economic processes has specific goals, in accordance with which it organizes its activities. In a market economy, for the successful operation of its subjects, deep knowledge of the market and the ability to skillfully apply tools to influence the situation developing in it become of particular importance. The totality of such knowledge and tools form the basis of marketing.

    Nowadays, most companies regularly carry out market research in one form or another. The content of the concept of marketing is determined by the tasks facing it. From its inception to the present day, it has changed depending on changes in the conditions of production and sales of products. Currently, marketing is a system for organizing all the activities of a company in the development, production and sale of goods based on a comprehensive study of the market and real customer requests in order to obtain high profits. In other words modern system marketing makes the production of goods dependent on consumer requests.

    Marketing analysis involves identifying and assessing the enterprise's markets and the external marketing environment in order to identify attractive opportunities, discover difficulties and weaknesses in the operation of the enterprise. Effective marketing analysis is a prerequisite for the development of marketing plans, and it is also carried out during their implementation.

    Marketing is one of the types of management activities and influences the expansion of production and trade by identifying consumer needs and satisfying them. It links the possibilities of production and sale of goods and services with the aim of purchasing products by the consumer. Marketing does not begin where production ends. On the contrary, the nature and scale of production are dictated by marketing. Effective use production capacity, new high-performance equipment and advanced technology are determined by marketing.

    Marketing is used not only manufacturing enterprises, but also trade organizations, service organizations, individuals. Therefore, marketing is not some kind of universal, unified concept; on the contrary, the directions and methods of its implementation require adaptation to the type of organization, conditions and possibilities of its application.


    Chapter 1. Marketing


    The term marketing is used in at least three meanings.

    First, marketing is and should be a business philosophy. This is the ability to see business through the eyes of customers and increase company profits by meeting customer needs. Ability to focus on customer needs.

    Secondly, marketing is one of the most important functions of business - anticipating the desires of customers, recognizing them, fulfilling them and increasing them. Producing the right product at the right time in the right place.

    Thirdly, the concept of marketing covers a number of ways to accomplish everything mentioned above. This includes advertising and product sales, plus a huge number of methods for promoting goods and everything related to market research and pricing.

    Diversity of Marketing Functions Reflects Diversity marketing activities, aimed ultimately at bringing the product to the sphere of consumption and satisfying the needs of customers.

    Functionally, marketing is a hierarchically organized system for managing activities in the market, regulating market processes and studying the market.

    One of the basic requirements of marketing is to ensure “transparency” of the market and “predictability” of its development.

    Without collecting reliable information and its subsequent analysis, marketing will not be able to fully fulfill its purpose, which is to satisfy the needs of customers. The collection of information, its interpretation, evaluation and forecast calculations performed for marketing services and company management on their order is usually called marketing research.

    Marketing promotes a more professional, more scientific approach to the overall commercial process. Now a similar approach is more or less successfully used in many enterprises. Private enterprises, manufacturing companies of all types of goods, from canned green peas to operating systems, from bicycles to fighter jets; service personnel from hotel managers to accountants; charities, protection organizations environment, even governments - everyone is involved in marketing. In principle, people have always and everywhere been doing this, but the time has come, and all the accumulated knowledge was collected and systematized in a scientific theory called marketing.

    The market is the battlefield where marketing goes on the offensive. The consumer is changeable, competitors are coming from everywhere. The path, like sharp stones, is strewn with obstacles and restrictions. Although, strictly speaking, there is no such thing as a “general market”. Markets are made up of segments, by which marketers mean groups of consumers with clearly defined common requirements. There are two types of marketers. Those who divide the market into two parts (our and not our clients) and everyone else. The market can be divided into segments according to various criteria: geographical, sociodemographic, psychographic, behavioral and others. The company evaluates various segments and selects those for which it will act by targeting sales to certain groups of people. The term "niche" refers to a very narrow segment of the market. Market segmentation is the middle ground between ideal but impractical marketing to each individual consumer and marketing to the masses. Although the requirements of people in a particular segment are not exactly the same, they are fundamentally similar.

    Conclusion: Marketing - complex system organization of production and sales of products, focused on meeting the needs of specific consumers and making a profit based on market research and forecasting, studying the internal and external environment of the enterprise, developing strategies and tactics for market behavior using marketing programs.

    These programs include measures to improve the product and its assortment, study customers, competitors and competition, ensure pricing policy, generate demand, sales promotion and advertising, optimize distribution channels and sales organization, organize technical services and expand the range of services provided.

    What matters in marketing? Only results and profits matter. A good marketer is one who achieves success and whose company prospers. Marketers are judged not by their performance, but by their achievements. In the end, no market share (the percentage of a product's participation in the market turnover) matters. Only profitability matters.

    The goal is profit, the means are any, as long as they do not clearly contradict the law, and as long as the majority does not swear too much.

    Marketing is an experiential art. Methods of influencing consumers are constantly being improved. Skillful manipulation of the associativity of human thinking allows us to process mass consciousness and form public opinion at the level of conditioned reflexes. The main thing is that it works. Deception, concealment, misrepresentation, cunning on the verge of fraud are all used in carefully thought out and balanced proportions. The main thing is that it works.


    Chapter 2. Market Research


    For effective market activities and conducting targeted competition, it is assumed that the company needs marketing research. There are several definitions of marketing research. In the scientific literature, a broad interpretation of the term “marketing research” is most often used. In accordance with which, the latter can represent both separate and comprehensive studies of the market and marketing activities of the company.

    The fundamental feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its target orientation towards solving specific problem or a set of marketing problems. This focus turns the collection and analysis of information into marketing research. In the first step, the marketing manager and the researcher must clearly define the problem and agree on the objectives of the study. This is due to the fact that the market can be examined using hundreds of different parameters.

    If research data is to be useful, it must be directly relevant to the problem the firm faces and needs to solve. Collecting information is too expensive. Therefore, incorrect or vague definition of the problem leads to waste.

    Each company independently determines the topic and scope of marketing research based on its existing capabilities and needs for marketing information, therefore the types of marketing research conducted various companies, may be different.

    The purpose of MI: Consists of information and analytical support for marketing activities at all levels:

    at the Macro level - an analysis is given of the state of the market, patterns and trends in its development, and an analysis of demand is carried out;

    at the Micro level - analysis and forecast are carried out own capabilities enterprise, assessment of its competitiveness, condition and prospects for the development of the market segment in which the enterprise operates.

    Reducing uncertainty - more information about the market => less uncertainty, companies want to be more than 70% sure.

    Marketing services promise 95%, but this is nothing more than self-promotion, exaggerating their capabilities and advantages in order to secure jobs and maximize profits in their industry. You can collect 2 thousand different indicators, values ​​and coefficients, and count them up and down. With the help of statistical calculations, you can get almost any result, but many people have the misconception that any mathematical calculations are the main criterion for reliability.

    Without market research, it is impossible to systematically collect, analyze and compare all the information necessary to make important decisions related to activities in the market, market selection, determining sales volumes, forecasting and planning market activities.

    Information about the market for goods or services, dominant in relation to other types of information, determines the direction of all marketing research.

    The objects of market research are trends and processes of market development, including analysis of changes in economic, scientific, technical, demographic, environmental and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, the state of competition, the current environment, opportunities and risks.

    The analysis usually includes the market capacity, its division into segments, the pricing system, information about the activities of competitors, consumers of goods (services), etc. The main results of the market research are:

    forecasts for its development, assessment of market trends, identification key factors success;

    definition of the most effective ways maintaining a competitive policy in the market and the possibility of entering new markets;

    implementation of market segmentation, i.e. selection of target markets and market niches.


    2.1 Generalized structure of the necessary information for market analysis


    Quantitative data on market capacity market - market growth - market share - demand stability Qualitative Market data - demand structure - purchasing motives - purchasing processes - attitude to information Competitive analysis - turnover / market share - strengths and weak sides- definable strategies - financial aid- quality of management Buyer structure - number of buyers - types/sizes of buyers - features specific to individual regions - features specific to individual industries Industry structure - number of sellers - type of sellers - organizations/unions - capacity utilization - nature of competition Distribution structure - geographical - by sales channel Reliability, security - barriers to access - the possibility of substitute products

    Marketing research bring enormous benefits to a business, especially when used when making important business decisions. Ideally, first conduct specific empirical research, and then launch the production itself based on marketing plan. In reality, conducting MI does not guarantee success and does not even increase the chances, but only reduces or increases doubts. Statistics show that nine out of ten new products are unsuccessful with customers. The market is littered with the corpses of unsuccessful new products with their marketing complexes.

    In marketing, as in business in general, understanding is important, and knowledge and awareness are secondary.


    2.2 Marketing information


    In the process of analyzing, planning, implementing and monitoring the effectiveness of marketing activities, managers require a variety of information. Marketing information allows a company to:

    · reduce financial risk and danger to the company’s image;

    · get competitive advantages;

    · monitor the marketing environment;

    · coordinate strategy;

    · evaluate the effectiveness of activities;

    · reinforce managers' intuition.

    Abroad, databases for professionals are considered one of the most complete and effective sources of information. Access to such databases allows you to increase the efficiency of various research many times over and provides the ability to almost instantly solve problems such as searching for potential partners and investors, studying markets for goods and services, collecting information about competitors, etc.

    The most famous and rapidly developing network is the Internet. Through the Internet you can find articles on various areas knowledge, directories, databases, technical documentation, information about competitors, information on market conditions, macroeconomic data, marketing research results and much other information.


    2.3 Market for marketing information


    Most marketing research is preceded by a detailed analysis of the marketing information market to search for sources of information of a certain reliability and completeness of reflection of market processes.

    The formation of the marketing information market began in the early 60s. Until the mid-60s, the main suppliers in this market were news services and press agencies. Somewhat later, information services of banks, various scientific and technical societies, etc. joined this market. In the early 70s, databases formed by large information services, which were closely related to scientific, technical, academic, government agencies, cooperating with them in collecting information.

    Currently, the information services market is a set of economic, legal and organizational relations for the sale and purchase of information services that develop between suppliers and consumers of information.


    2.4 Main sectors of the marketing information market


    The marketing information market can be divided into the following main sectors:

    Economic information. Operational and reference economic information and analytical economic reviews. The main form of presentation is professional databases and data banks, printed reference books.

    Stock and financial information. Quote information valuable papers, exchange rates, discount rates, commodity and capital markets, investments, etc. Provided by special stock exchange and financial information services, brokerage companies, banks and other firms.

    Professional, scientific and technical information. Professional information for specialists (lawyers, economists, engineers, etc.), scientific and technical (abstract scientific and technical journals, descriptions of patents, etc.), reference Information in fundamental and applied fields of science. Provided government services, various commercial organizations, research institutions. In Russia, the most important source of scientific and technical information is the All-Russian Scientific and Technical Information Center (VNTIC).

    Commercial information. Information on companies, firms, corporations, areas of their work and products, financial status, business connections, transactions, business news in the field of economics and business, etc. Presented in the form of electronic databases or periodically updated printed publications.

    Statistical information. Indicators calculated for a set of companies, banks and other organizations, for certain markets, geographical and administrative territories, etc. Most often provided by state statistical services in the form of various statistical collections, both printed and in electronic format.

    Mass and consumer information. Information intended for a wide range of users, such as information from news services and press agencies, information on weather, transport schedules, etc. Mass media, telecommunication networks, various reference publications for mass use (telephone directories, directories of hotels and restaurants, etc.).

    Custom marketing research. Information provided by firms that carry out marketing research for clients. Marketing research is usually carried out by special commercial firms.


    2.5 Procedure for conducting marketing research


    Despite the variety of types of marketing research conducted by companies, they are based on a common methodology that determines the order of their implementation.

    The process of conducting marketing research generally consists of 5 main stages:

    Identifying problems and formulating research goals.

    Selection of sources, collection and analysis of secondary marketing information.

    Planning and organizing the collection of primary information.

    Systematization and analysis of collected information.

    Presentation of the obtained research results.

    1. Identifying problems and formulating research goals.

    Identifying problems and formulating research goals is rightfully considered the most important stage of research. A correctly identified problem and a precisely formulated goal of marketing research are the key to its successful implementation. It should be emphasized that the success of the activity research group on at this stage largely depends on her ability to attract the management and specialists of the company to this work.

    2.6 Sources, collection and analysis of secondary marketing information

    marketing market planning collection information

    The main and most important source of internal secondary information for most companies is the computer, in information base which includes all significant data reflecting the various functions of managing the company’s activities (organization of production, purchasing, sales, personnel management, financial, marketing activities, etc.). External sources of secondary information include:

    · legislative and instructional materials published by government agencies, including federal and local (for example, property fund bulletins, state tax inspectorate bulletins, etc.);

    · reports and reports from commercial research centers;

    · publications of non-profit research organizations (for example, departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.);

    · publications of trade and industrial associations, including marketing associations for certain types of products (for example, an association of commodity producers, an association of advertisers, etc.);

    · magazines on various products and technologies;

    newspapers;

    It should be noted that the process of analyzing secondary information can lead to clarification and sometimes to significant adjustments to the previously formulated problem and research objectives, which indicates the iterative nature of the marketing research process.

    2.7 Planning and organizing the collection of primary information


    Planning and organizing the collection of primary information is rightfully considered the most labor-intensive stage of the process of conducting marketing research. Determining the object of research.

    Determining the sampling structure.

    Determining the sample size.

    A clear definition of the object of research is a necessary condition for its successful implementation. In some cases, especially when the object of the study is end consumers or distribution channels, and it is carried out for the first time, precise definition the object of study may require special research.

    For example, if the object of research is the firm's target market, then determining it may require research work on market segmentation and selection of target segments. Having determined the object of research, you can proceed to the next procedure (choosing a data collection method, research instrument and method of communication with the audience).

    The larger the sample size, the higher its accuracy and the higher the research costs.

    The significance of the procedure for choosing a method for collecting primary information and a research tool is that the results of this choice determine both the reliability and accuracy of the information to be collected, as well as the duration and high cost of its collection.

    There are four main methods of collecting primary information:

    a) observation;

    b) experiment;

    c) imitation;

    2.8 Systematization and analysis of collected information


    Systematization of primary information usually consists of classifying answer options, coding them and presenting them in a form convenient for analysis (most often in a table).

    Information analysis consists of evaluating already systematized information, usually using statistical methods. Researchers, after all, are paid to understand various statistical factors, know what to do with regression analysis and thirty-six, or even forty-three other statistical methods.

    These days, making a decision requires expensive research plus a ton of statistics and raw data. The correctness of the decision largely depends on who processes this data and how. The process has become more expensive and lengthy. Make sense of a bunch of numbers, reports, graphs and preliminary estimates, and then taking into account all this information, making a decision can sometimes be difficult.

    For example, when these most expensive studies lead to a result that is somewhere consistent with the course of action planned by the company’s management, but somewhere goes against it. In this case, everything depends on data processing.

    Successful research requires close contact between the research team and the company's management (or its representative) at all stages of marketing research. This will allow researchers to more clearly focus their efforts on the problems facing the company and avoid unexpected differences in positions with the company’s management on various issues on last stage research, and the company’s management to better understand the research results and make sure of their correctness and objectivity.

    In other words, before researchers provide reports, there needs to be a discussion about the findings and what kind of report would be desired. After which, because they have a head on their shoulders, they will compile the most wonderful report in the world.


    2.9 Presentation of research results


    The final results of the analysis often come in the form of recommendations, which are proposals for the company's future actions based on assessments of the collected data.

    As a rule, a report on the research results is prepared in two versions: detailed and abbreviated.

    An abridged version of the report is intended for company managers and contains a detailed presentation of the main results of the study, conclusions and recommendations made. At the same time, it is not burdened with information of a technical and methodological nature, primary documents and so on.

    Many people prefer graphs to tables and columns of numbers - so a good marketer will draw graphs.

    When the research results perfectly coincide with the company's plans, it is enough for him to refer to the section and paragraph of the detailed version of the report and it is advisable to mention the authoritative sources of the data used in the study.

    Detailed option is a fully documented technical report intended for the firm's marketing department.

    It also happens that the problem faced by a company - a client - is actually very simple and everything is clear at first glance. The recommendations are on the surface. That is, no fancy things are needed. But will the client pay for such simple and self-evident recommendations? Most likely, he will be unhappy, which is unacceptable in marketing. This means that these recommendations need to be presented in a very scientific form and in an 80-page report:

    As a result of a multifactor analysis of the financial flows of company X, it was found that from the point of view of the analysis of Mark chains (for processes of the first-in, first-out type), information overload creates destructiveness in the needs of consumers from the first niche of segment Y and minimizes the possibilities of brand positioning in the premium niche of segment Z To solve this problem, it is proposed to implement a set of programs “0” according to plan:

    ...40 pages on this topic, in the same spirit.

    ...The total cost according to preliminary calculations is 158 thousand dollars. Charts of financial flows after the implementation of the program are attached...

    There is an alternative solution to this problem; its implementation will require less investment, but there is a certain risk that the results will not be as effective as in the first option.

    The client’s brains, polluted by points 1 and 2, will gladly accept the “simplified” option and pay in order to get rid of the prospects of program “0”.

    Purpose of the survey.

    For whom and by whom it was held.

    general description the general population covered by the survey.

    The size and nature of the sample, and a description of the weighted sampling methods used.

    Time of examination.

    Survey method used.

    Adequate description of the persons conducting the survey and all control methods used.

    A copy of the questionnaire.

    Actual results.

    Basic indicators used to calculate interest.

    Geographical distribution of surveys conducted.


    Conclusion


    Marketing in an enterprise operating in any type of market has one integral part - marketing research. The process of conducting marketing research is a series of sequential logical actions aimed at obtaining and processing the information necessary to make a certain decision.

    As for the main purpose of conducting marketing research, it is to determine the state and trends in the development of the market situation at a certain point in time. The tasks arising from it can be grouped into two groups: those related to the goals of a specific study, and those related to the methodology of its conduct. The first group includes: analysis of changes, patterns and trends in the development of market conditions and its potential. As for the second group of tasks, these are the definitions of the object and subject under study, research methods, etc.

    If we talk about the principles of conducting marketing research, they themselves are extremely simple: objectivity, accuracy, thoroughness. But following them is extremely important to obtain correct, reliable research results.

    The success of marketing research is determined not only by who carries it out and by what methods, but even more by its connection to the real objects of marketing activity: specific manufacturers, products, markets, consumers. Abstract research, divorced from real market reality, cannot lead to success; it simply will not find practical application.


    List of used literature


    1. Goldshtein G.Ya., Kataev A.V. Marketing / G.Ya. Goldshtein, A.V. Kataev. - M: KNORUS, 2005. - 83 p.

    2. Golubkov E. P. Marketing research: theory, practice and methodology / E. P. Golubkov. - M: Finpress, 2004. - 464 p.

    Kotler, Philip, Gary, Saunders, Wong Fundamentals of Marketing / Kotler [etc.]. - per. from English - 2nd ed. - M: VELBY, 2000. - 521 p.

    Machado R. Marketing for small enterprises / R. Michado. - St. Petersburg: Peter, 1998. - 288 p.

    Moroz Yu. Marketing? Nothing could be simpler. Series "Business Psychology" / Yu. Moroz. - Rostov-on-Don: Phoenix, 2004. -192 p.

    Fundamentals of entrepreneurial activity: textbook. allowance / Ed. V.M. Vlasova - M.: Finance and Statistics, 1997. - 528 p.

    Romanova A.N. Marketing / A.N. Romanova. - M: Delo, 2000. - 78 s

    Utkina E. A "Marketing", Moscow 2002 - 23 p.

    Forsyth P. The naked truth about marketing / P. Forsyth. - M: FAIR PRESS, 2004.-176 p.

    Khrutsky V.E., Korneeva I.V. Modern marketing: Handbook on market research: textbook. allowance / V.E. Khrutsky, I.V. Korneeva - 3rd ed., revised. and additional - M: Finance and Statistics, 2005. - 560 pp.: ill.

    Evans J.R., Berman B. Marketing / D.R. Evans, B. Berman. - M: Economics, 1993. - 355 p.


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    In economic theory, there are a large number of signs by which the corresponding types of markets can be distinguished, but for marketing purposes we will be interested only in competitive types of markets, since a company builds a marketing strategy precisely with the goal of superiority over its competitors.

    There are four types competitive markets.

    Pure competition market (or perfectly competitive market)

    Note 1

    It is worth noting that in practice this type the market in its pure form never occurs. For the most part, it is an abstract model that is needed for economic analysis.

    Characteristics of a perfectly competitive market:

    • there are no entry or exit barriers: that is, nothing prevents the seller from starting to produce and sell a certain product characteristic of a given market or from leaving this market if the sale of this product is no longer profitable for him;
    • there is qualitative homogeneity of goods of the same name: there are no defective products, the product is named in accordance with its quality (butter and spread, milk and dairy product);
    • all market players - both sellers and buyers - are fully informed about all prices and offers on the market at the moment.

    Pure monopoly market

    Characterized by the only seller of the product. Since there is only one manufacturer and the volume of supply depends only on him, he can set any price for his product. In this case, the monopolist dictates not only the quantity of goods offered, but also its quality, because The buyer does not have the opportunity to choose analogues of this product.

    Monopolies are usually formed due to the ownership of a company limited resource or a patent, due to the displacement/absorption of competitors, collusion of companies (creation of cartels, syndicates or trusts based on agreements on prices, sales markets, etc.), due to the official declaration of a monopoly in certain industries (mainly the state monopoly on energy resources : electricity, oil, etc., where significant financial investments are required to conduct activities)

    Note 2

    A type of monopoly is monopsony - this is a market in which there is one large seller who dictates price and quality conditions to smaller sellers.

    Oligopolistic market

    Such a market is divided between several large manufacturers who constantly exist on the market and whose number practically does not change over time.

    A striking example of an oligopoly market is the market for aircraft manufacturers.

    Market of monopolistic competition

    This market is described as a multitude of sellers who sell diverse and competing products. The barriers to entry are not very high here. The remark “monopolistic” suggests that each of the goods, although similar to the others, has its own distinctive features.

    An example is the drug market: there are many players in the market, barriers to entry are insignificant, but the products differ from each other in properties, composition, side effects and etc.

    The market of monopolistic competition is the most beneficial for consumers, since buyers receive a number of advantages: firstly, manufacturers are trying to create more attractive and interesting offers for the buyer in order to increase their market share, and secondly, due to competition, the quantity and quality of goods is constantly increasing and thirdly, the presence of several players in the market minimizes the possibility of the formation of a monopoly or, for example, price collusion.